Durex-The Blue Badge Show

  • Chunbo Wang

There are more than 1 billion disabled people in the world. And more than 50% of them have and enjoy sex, yet are often not seen as sexual beings. We never hear disabled voices discussing sex. From TV shows to magazines, it’s like disabled don’t exist. The main misconception is that disabled people aren’t sexually active. This is not true.Disabled people have better sex lives. they are not bound by the constraints of what sex should be. They are more experimental with positions, with Toys, with Pleasure. And they are great at thinking creatively because many of them have conditions which require them to work around or incorporate their condition into their sex life. Proposition: Disabled people are the real sexperts !

Durex aims to liberate good sex for everyone, so we created an advertising campaign called “The Blue Badge Show”.“The Blue Badge Show” is a multi-platform sex advice brand led by disabled people. Through sharing knowledge and experience of sex it can help us all become better lovers and bridge the gap between nondisabled and disabled communities. The Blue Badge Show gets you closer to the action.
YouTube Channel
This is a weekly discussion show on YouTube, hosted by Jack and Elsa. Each week they’ll feature a different topic and welcome guests for frank discussions on better sex. Aimed at a young, non-disabled audience, this is where we’ll share our secrets and teach you how to be sexperts.
Podcast
Alongside this, the companion Blue Badge Podcast will feature a disabled host and a non-disabled guest discussing deeper themes of the show - addressing the issues that disabled people face in that week’s topic. and it’s here we hope our audience looking for fun tips will begin to learn more about how disability impacts on our relationships every day.
Social media
On social media, our Instagram, Reddit and Facebook channels will let us interact directly with our audience. Here we’ll create a real dialogue between disabled and non-disabled people to normalise the idea of disabled sex and have a little fun too.
(Discussing, online polls, chats)
THE CONDOM MACHINE&PACKAGING IDEAS
We can’t rely on our audience finding us on their own. So, to launch the Blue Badge Show we’ll run an ad campaign where we know our audience are looking. In the toilets, we will place some condom machines that are lower than normal height.
We also designed a set of condom packaging. On the front of the package are some sexual position, and on the back is “the blue badge show” logo.
Tinder
Meanwhile, on Tinder, you’ll have to go down on our “blue badge show” ads to be taken directly to our YouTube channel.